The document discusses Microsoft's marketing strategy for the launch of the Kinect motion sensor for the Xbox gaming console. It describes setting up the "Kinect Loft", an art deco hotel space used to demonstrate Kinect to celebrities, media, partners, and consumers from September to November 2010. The goal was to generate awareness of Kinect, allow trials of the technology, and increase engagement to drive adoption. Charts show how the marketing tactics targeted different audiences over time from initial awareness to trial to high engagement and mass market.
3. Welcome to the New Consumer Era ! Personalized Anywhere, Anytime Internet Era (2000) Consumer Era (Today+) PC Era (1995) Pre-PC Era (1980) Informed Choice Connected
4. Welcome to the New Consumer Era ! Personalized Anywhere, Anytime Informed Choice Connected
5. Welcome to the New Consumer Era ! Personalized Anywhere, Anytime Internet Era (2000) Consumer Era (Today+) PC Era (1995) Pre-PC Era (1980) Informed Choice Connected
20. Kinect Loft, The Big Idea for Kinect. Awareness Trial Engagement
21. Kinect Loft, The Big Idea for Kinect. Awareness Trial Engagement
22. The Kinect Loft Concept Kinect Loft Art Deco Hotel Sept-Nov 2010 Living room experience Kinect 1-1 approach Celebs Media Partners Retailers Stakeholders Consumers (via media competition)
23. Kinect Loft, The Big Idea for Kinect. Awareness Trial Engagement
24. Kinect Loft, The Big Idea for Kinect. Awareness Trial Engagement
25. Kinect Loft, The Big Idea for Kinect. Awareness Trial Engagement
26. Kinect Loft, The Big Idea for Kinect. Awareness Trial Engagement
36. The Experience in the LOFT 2 1 Trial, Trial, Trial 3 Keep it simple, social, and FUN 3 4 Make it visual, make it viral Engagement & Enchantment Memorable Experience
1. Je suis country manager pour la division Retail: tous les produits vendus au consommateur dans le Retail : Console de jeux Xbox, Office, Windows.2. Je suis un homme comblé aujourd’hui : Une super femme, Des jumeaux plein d’energiePassioné du marketing, du social media, des nouvelle techlogies et de leadershipPassioné d’art martiaux (je suis ceinture noir mais ne vous inquiétez pas Super Job : Ayant travaillé plus de 10 ans chez UL et étant maintenant chez MST depuis 4 ans.3. J’adore partager ma passion pour le marketing / social media / sur mon BLOG4. Je cherche aussi à aider à faire avancer la société mais j’y reviens.